We are sending messages all day, every day, sometimes intentional, sometimes unintentional.\r\nAn elevator pitch allows us to send a consistent message that gives both us and our listener clarity about what we do and how they can help us or help themselves.\r\nOur listener, by understanding our service, could use our service, help improve our service, support our service or inform others of our service.\r\nBy creating our pitch, we may better understand our service, improve our con\ufb01dence explaining our service, or find areas to improve it.\r\nWhat components does an Elevator Pitch have?\r\nAn elevator pitch is not signi\ufb01cantly different to any other pitch - it seeks to inform, generate interest, and seek engagement. It will likely outline who we are, what we do, why we do it and deliver a call to action.\r\nThe \ufb01rst three components correlate with Aristotle\u2019s three pillars of rhetoric, the art of persuasion;\r\n1 Who we are - Ethos - our credibility or character.\r\nWhat can we say about our organisation to establish trust or credibility? What brand, or image, do we wish to portray? Are we experienced, do we have quali\ufb01cations, an authority in our \ufb01eld, key partnerships with reputable people, or do we have a solid reputation ourselves?\r\n2 What we do - Logos - use of logic and reason.\r\nBrainstorm the key aspects, facts and statistics that will stand out. What services do we provide, to whom, for how long, with what quality? How or where do we deliver them? What are the features of our service?\r\n3 Why we do it - Pathos - appealing to people\u2019s emotions.\r\nHow passionate are we about what we do? What is our motivation? Why did we start this or why do we do this? How do people bene\ufb01t from what we deliver and how to they feel afterwards?\r\nThe above may be a personal story such as; I am\u2026, I had \u2026 happen to me, now I\u2026, because I want to\u2026 Our stories can accurately and effectively explain and inspire people to join with us. What drives us is likely to drive others. Sharing personal stories also generates trust.\r\n4 Call to action. The most important component - your purpose for speaking.\r\nHaving heard our pitch, what can we ask our listener to do or think about that may have a bene\ufb01cial outcome for them, our community or our organisation and the people we help? This could be a statement, a request or a question. Questions encourage a continuation of the conversation and deeper understanding. Often, knowing what you want to happen from your pitch helps de\ufb01ne your call to action, your purpose, and helps generate what is important to share as who we are, what we do and why we do it.\r\nA typical elevator pitch lasts 30 seconds or around 80 words.\r\nExample:\r\nWho - \u201cMy name is Becky. I\u2019m a quali\ufb01ed \ufb01tness coach.\u201d\r\nWhat - \u201cI motivate people to complete tailored programmes designed to achieve their \ufb01tness goals. I\u2019m their conscience.\u201d \r\nWhy - \u201cI love watching my clients improve their physical and mental well-being, helping them live healthier, longer, more energetic lives.\u201d \r\nCall - \u201cWhat are you doing for your \ufb01tness?\u201d\r\nWhat words to use\r\nWhen we listen to people speaking, some words and messages resonate stronger than others. Use short, simple words that are easily understood and create a visceral and emotive response. Appeal to the \ufb01ve senses and convey the emotions we, and those impacted by our service, feel. The more vivid the language, the more memorable the pitch. Always be speci\ufb01c, avoid generalities and jargon.\r\nHow to use our Elevator Pitch\r\nWe can use it to introduce ourselves in formal or informal situations, to individuals or groups. Once memorised, our pitch allows us to speak con\ufb01dently and eloquently, focused entirely on our listener and purpose, presenting our organisations and ourselves in a positive light, whilst staying calm and relaxed.\r\nDistilling our pitch to one or two sentences enables it to be used as a mission statement, footer for documents, an email signature, answer machine message, or a phone introduction. As a leader, it can become our guiding principle, helping us stay focused and able to generate consistent decision making.\r\nDistill the pitch even further, and you have a business card message or motto to help stay motivated, focused, and consistent.\r\nNote: Some people \ufb01nd it easier to refer to their organisation in the \u201cwho are you\u201d section. Some people prefer to leave out the \u201cwho are you\u201d section altogether and focus on \u201cwhat\u201d and \u201cwhy.\u201d Decide what works best for you and your organisation.